2016 outline + strategic marketing plan

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Wandering Wellness

Wandering Wellness

why we’re here

• our mission

– is to help our clients discover their unique recipe for nourishing the mind, body, + spirit so that they can live a balanced, joyful, and abundant life

• vision, values, + offerings

– help individual clients live happier + healthier lives inside from both local markets as well as from across the country

– provide local meditation (yoga nidra) classes in the DC-Northern VA areas

– hold unique one-off events that focus on healthy eating and mindfulness

– workplace wellness for companies to offer employees

• current audience

– Over 2,400 Instagram followers, 200+ Facebook followers, just under 100 Twitter followers, 250+ newsletter subscribers, + 2 Pinterest followers

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Wandering Wellness customer journey • awareness stage content:

– blog posts on the benefits of meditation

– earned media – through partnering with DC-based Influencers on in-area events

– advertisements through Georgetown Yoga and Capitol Hill Yoga and also during yoga nidra classes Joanna teaches

– Segment, engage, and grow newsletter followers

• consideration stage content: – Facebook advertising + targeting

– testimonials from past clients

• purchase stage content: – SoundCloud recordings on http://www.wanderingwellness.com/yoga-nidra/

– gratis 30-minute consult with Joanna

• retention stage content: – weekly newsletter featuring blog posts and new recipes

– daily Instagram posts featuring mindfulness quotes, photos, + new recipes

• advocacy: – the ultimate goal!

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our target audience – Ashley

the busy-with-few-responsibilities Millennial

• employed full time and working to climb the corporate ladder

• engaged + overwhelmed from being in the midst of planning her wedding

• no kids, but keeps very busy socially and is involved in several extracurricular activities, leaving little time for herself

• struggling to stay stress-free and healthy through work, social + life functions, and wedding planning

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Ashley – opportunities + challenges

• focus on wedding wellness

– healthy eating

– stress management

• challenges

– often very independent and thinks she can do it all herself

• how and where to first engage – Instagram, Facebook, and Pinterest

– word-of-mouth

– website optimization for wedding health coaching + stress relief

– in-person events such as community yoga classes + one-off unique workshops

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our target audience – Julia

working, traveling, + very engaged mother

• employed full time and travels 1-2 days per week for work

• 1-2 kids in elementary/middle school and strives to be active in the school community where possible

• constantly juggling work, kids, travel, and focuses on how and when to find time for herself

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Julia – opportunities + challenges

• focus on staying healthy while traveling

– healthy eating on the road, tips on where and how to eat

– staying calm and mindful through travel

– stress management

• challenges – busy bee and doesn’t think has the time for anything additional

– skeptical of a wellness coach

• how and where to first engage

– Pinterest, mom-blogs, Facebook

– organic search for meditation and stress management

– word-of-mouth

– in-person events such as community yoga classes + one-off unique workshops (Wild Woman Moon Circle)

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our target audience – Susan

Baby Boomer booming in retirement

• recently retired in the DC area

• volunteers heavily with the local community nonprofits

• increasingly involved in community programs, farmers markets, and workshops that focus on sustainable agriculture + healthy eating

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Susan – opportunities + challenges

• focus on sustainable agriculture + healthy, local eating

– healthy eating on the road, tips on where and how to eat

– staying calm and mindful through travel

– stress management

• challenges – busy bee and doesn’t think has the time for anything additional

– skeptical of a wellness coach

• how and where to first engage

– word-of-mouth

– in-person events such as local yoga classes + one-off unique community workshops (free Healthy Eating Workshop)

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goals + KPIs • 2016 goals

– increase earned media focus on influencer marketing – improve takeaways for in-person class participants – create consistency in blog posts and newsletter frequency – re-focus + engage more effectively through Facebook + Pinterest – grow eNewsletter subscribers – optimize the website – Facebook advertising

• but why? – there’s a surprising a lot of noise in this industry, but it’s still budding in

DC…so much opportunity!

• KPIs + metrics – acquire 3 new clients by June 2016 through website reoptimization – increase website traffic through social media marketing (paid + unpaid)

• increase engagement through doubling the number of newsletter subscribers • decrease bounce rate for visitors • increase conversion rate of visitors to signing up for Gratis Consult

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getting tactical – optimize the newsletter • currently:

– average open rate: 60% (industry average: 19.8%)

– average CTR: 18% (industry average: 2.7%)

– not segmenting and creating campaigns

• why? – Wandering Wellness followers are engaged and want more

• where? – create frequency to create a better following (currently no set schedule

for when and what is sent)

• how? – implement CTAs that drive the business and not just blog visits

– feature newsletter sign-up in Instagram

– offer something in return for signing up

– create sign-up pop-up on website for new visitors

– start segmenting and create email campaigns + fully utilize MailChimp

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getting tactical – optimize the website!

• Currently not so hot

– non-existent or inaccurate meta descriptions

– Google search displays outdated + non-existent titles (see bottom right)

– every page on www.wanderingwellness.com requires full scroll down to view content as one image + tagline takes up full screen

– need for simplifying the navigation bar as well as decrease amount of text across website calls-to-action are not prominently displayed and tough to find

– unable to track through Google

Analytics campaigns success of

signing up for gratis consult

– newsletter sign-up not prominent

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lengthy “work with me” offerings

excess of navigation bar options + need to scroll on every page

misuse of photos + wordy descriptions

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the old

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newsletter sign-up pop-up prompt

simplified homepage and navigation menu

more direct calls-to-action

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meets new + finds rejuvenation

*accurate title tags *meta tags *keyword optimization

getting tactical – social media marketing • utilize >2,000 Instagram following more effectively

– promote events and workshops

– promote website, newsletter, and consulting services

• put a focus on Pinterest and aim to grow followers (and increase pins)

• post on Facebook more frequently and optimize it for Facebook rather than what came through Instagram

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getting tactical – influencer marketing

• increase focus on influencer marketing and partnering with area “wellness celebrities”

• Alex Elle – had one workshop with Alex Elle, who has >239,000 Instagram

followers and a strong DC base, in early January

– Alex Elle posted about event featuring Joanna • Gained over 500 new Instagram followers after her post

• Saw an 375% spike in web traffic to www.wanderingwellness.com within 2 days of her post

• Sustained a 5% increase on average in daily web traffic since Alex Elle’s post and gained 18% new visitors

• determine additional influencers near and far to partner with for events (and do more with Alex Elle)

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getting tactical – paid social media

• Facebook advertising!

– better bang-for-our-buck for targeting audience

– created an inexpensive 3-week ad starting February 12

• Target Audience:

– women who live in Washington, DC, Alexandria, VA, or Arlington, VA

– ages 28-40

– language: English (All)

– people who match: • Interests: Dieting, Gyms, Nutrition, Physical exercise, Meditation, Physical fitness,

Running, Yoga, Baking, Recipes, Veganism, Vegetarianism or Organic food

• Education Level: College grad, In grad school, Master's degree, Professional degree or Doctorate degree

• Income: $100,000 - $125,000, $125,000 - $150,000, $150,000 - $250,000 or $250,000 - $350,000

• Generation: Generation X or Millennials

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Facebok ads – some success so far

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Month-over-month comparisons to prior period (January 11-February 11 vs February 12-March 1): • Visitors through Facebook increased from 29 to 230

(174=new users compared to 17 previously) • 75% new sessions vs 58% in previous period

measuring success + next steps

• measuring success

– unfortunately (and fortunately)…it’s only really the beginning

• next steps – site renovation, keyword and website optimization

– improved social media marketing incorporating direct CTAs

– establish new partnerships with influencers

– overall – need a dedicated focus on marketing

– the future…Instagram advertising(?)

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thank you!

*enjoy your journey*

Joanna Andreae | Wandering Wellness

www.wanderingwellness.com

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